Publications

September 2014 (Revised February 2015)
Case

Pfizer and AstraZeneca: Marketing an Acquisition (A)

By: John A. Quelch and James Weber

In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to... View Details

Keywords: Health Care Policy; Mergers And Acquisitions; Marketing; Government Relations; Crisis Management; Decision Making; Growth and Development; Management; Markets; Strategy; Pharmaceutical Industry; United Kingdom; United States

Educators

January 1992 (Revised June 1994)
Case

IBM: Assistant General Manager of Marketing (A)

By: Frank V. Cespedes

Keywords: Marketing; Computer Industry

Web

Creating Emerging Markets

Emerging Markets has conducted lengthy and impactful interviews with business leaders across the emerging world on topics including innovation , leadership , family business , business and education , and... View Details

2008
Book

Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers

By: Gerald Zaltman and Lindsay Zaltman

Why do advertising campaigns and new products often fail? Why do consumers feel that companies don't understand their needs? Because marketers themselves don't think deeply about consumers' innermost thoughts and feelings. Marketing Metaphoria is a... View Details

Keywords: Advertising Campaigns; Nonverbal Communication; Customer Satisfaction; Books; Marketing Strategy; Product Launch; Consumer Behavior; Failure; Nonprofit Organizations; Behavior; Emotions

1993
Book

The Rise and Fall of Mass Marketing

By: G. Jones and R. S. Tedlow

Keywords: Marketing; History

September 2014
Supplement

Pfizer and AstraZeneca: Marketing an Acquisition (B)

By: John A. Quelch and James Weber

This (B) case provides a brief description of the outcome of the (A) case. View Details

Keywords: Health Care Policy; Pharmaceutical Sales; Mergers And Acquisitions; Marketing; Pharmaceutical Industry; United Kingdom; United States

August 1989 (Revised November 1994)
Case

Nissan Motor Co. Ltd.: Marketing Strategy for the European Market

By: John A. Quelch

Nissan executives are reviewing their European marketing strategy in light of the 1992 European Community (EC) market integration program and the likely end of bilateral import quotas on Japanese cars by some EC countries. Having recently established a manufacturing... View Details

Keywords: Marketing Strategy; Resource Allocation; Market Entry and Exit; Trade; Auto Industry; Japan; United Kingdom; Europe

Fall 2013
Article

Spurring Innovation Through Competitions

By: Alan MacCormack, Fiona Murray and Erika Wagner

Alan MacCormack, Fiona Murray, and Erika Wagner examine the phenomenon of corporations using innovation contests. They write: "Companies are searching for better ways to identify and exploit novel solutions. Increasingly, they are discovering that many of the very best... View Details

Keywords: Competition; Innovation Strategy; Innovation and Management

2011
Chapter

Innovations in Governance

By: Raymond Fisman and Eric Werker

In this paper we explore the innovations in governance that have promoted investment and growth. Some policymakers have tinkered with their country's institutions, some have undertaken wholesale changes, while others have attempted to influence the rules in other... View Details

Keywords: Economic Growth; Investment; Governance; Governing Rules, Regulations, and Reforms; Policy; Government and Politics; Innovation and Invention

29 Jun 2021
Cold Call Podcast

Procter & Gamble’s Lean Innovation Transformation

Keywords: Re: Emily Truelove; Consumer Products

November – December 2011
Article

Modeling a Paradigm Shift: From Producer Innovation to User and Open Collaborative Innovation

By: Carliss Baldwin and Eric von Hippel

In this paper, we assess the economic viability of innovation by producers relative to two increasingly important alternative models: innovations by single-user individuals or firms and open collaborative innovation. We analyze the design costs and architectures and... View Details

Keywords: Collaborative Innovation and Invention; Design; Cost; Communication; Competition; Economy; Research; Policy; Practice

2017
Working Paper

Tort Reform and Innovation

By: Alberto Galasso and Hong Luo

Current academic and policy debates focus on the impact of tort reforms on physicians’ behavior and medical costs. This paper examines whether these reforms also affect incentives to develop new technologies. We develop a theoretical model which predicts that the... View Details

Keywords: Lawsuits and Litigation; Laws and Statutes; Innovation and Invention; Medical Devices and Supplies Industry

08 Feb 2019
Video

Why do innovation initiatives fail?

May 2020
Article

The Creation and Evolution of Entrepreneurial Public Markets

By: Shai Bernstein, Abhishek Dev and Josh Lerner

This paper explores the creation and evolution of new stock exchanges around the world geared towards entrepreneurial companies, known as second-tier exchanges. Using hand-collected novel data, we document the proliferation of these new stock exchanges that were... View Details

Keywords: Stock Exchanges; Entrepreneurship; Finance; Initial Public Offering; Capital; Entrepreneurial Finance

spring 1989
Article

The Changing Character of Stock Market Liquidity

By: André Perold and James F. Gammill

Keywords: Stocks; Markets; Financial Liquidity

March 1998 (Revised June 1999)
Teaching Note

Linking Strategy and Innovation TN

By: Clayton M. Christensen

An overview note to guide instructors in teaching the third module of the Managing Innovation course. Describes how managers can use aggregate project planning to manage the resource allocation process in new product development. View Details

Keywords: Innovation and Management; Managerial Roles; Resource Allocation; Product Development; Planning; Projects; Strategy